NSAC: AT&T Advertising Campaign
With AT&T, you can dare to do anything.
“Dare To” is a creative advertising campaign that was made for AT&T. This project was tasked to students across the country with a goal of building appeal to Gen Z. Data shows that Gen Z craves brands that speak their culture, stand with them, and champion their values. AT&T must move beyond its utility status to promote meaningful and authentic connections with Gen Z.
I served as a creative team member for AT&T’s campaign in the 2025 National Student Advertising Competition (NSAC), where I was the lead designer for our plans book, lead director for our video spots, and helped with the branding of our campaign including the design of our campaign logo. Our team’s work was recognized nationally - winning first place at the district level (including Best Presentation and Best Plans Book.) We then went on to place 2nd in the country at nationals in Pittsburgh, PA. Our team took home an award for Best Use of Marketing Research. Out of approximately 100 universities, our team rose to the occasion to have the 2nd best advertising campaign in the entire country.
Campaign Objectives
Call For Trust:
Attain 60% agreement with the statement “AT&T is a trusted ally during times of changeˮ from the campaign launch.
Go Beyond The Bars:
Reposition AT&T from just a recognized brand to one Gen Z can rely on by demonstrating its value during their life transitions, aiming to increase brand favorability by 10%.
Get Fully Synced:
Highlight AT&Tʼs role in Gen Zʼs journey through authentic stories of connection, growth, and milestones to enhance emotional loyalty, foster belonging, and achieve a 5% lift in Net Promoter Score (NPS).
Insights
Empowerment fuels Gen Z's motivation, engagement, and success. Instead of seeking validation, they yearn for opportunities to prove their worth and thrive in an environment where they are encouraged to reach their fullest potential. A simple, unexpected boost of encouragement can resonate deeply, inspiring them to take bold steps toward their aspirations.
AT&T has a unique opportunity to acknowledge Gen Z’s potential and support their journey toward growth. Gen Z values encouragement and recognition, making them more likely to engage with brands that believe in their capabilities.
Strategic Blueprint
Communications Objective:
Frame AT&T as a trusted partner through all life’s transitions, connecting Gen Z to greater possibilities.
Human Problem:
Gen Z views Big Wireless as faceless utilities that lack understanding and compassion.
Insight:
A sense of certainty empowers Gen Z to embrace growth.
Brand Edge:
AT&T has built a legacy at the forefront of connection, guiding generations through change and innovation.
Single Minded Proposition:
AT&T is your trusted ally during times of change.
Change is an essential part of growing up—it’s something to embrace as you step into independence, pursue growth, and build the life you want. Every milestone, big or small, is a chance to learn, adapt, and discover who you’re becoming. With AT&T’s reliable connection and support, you’re never alone through life’s changes. From last-minute calls before big interviews to the moments that turn new places into home, connection makes it all possible. Dare to live fully, dare to grow, and dare to change—because with AT&T, connecting changes everything.
Creative Manifesto:
The Solution?
Primary Logo
Color Palette
Dark Cobalt
#00204e
Mint
#49EEDC
Cobalt
#00388F
Image Direction
AT&T Blue
#009FDB
Lime
#91DC00
White
#FFFFFF
Dare To!
Our campaign seeks to foster and solidify brand love between Gen Z and AT&T. Since Gen Z isnʼt seeking new providers, our message needs to rise above functions and features. To resonate with Gen Z emotionally, we demonstrate how AT&T empowers, encourages, and supports Gen Z during times of change.
To do this, we present AT&T as a reliable ally, always by Gen Zʼs side as they dare to face life's big and small challenges. Dare To is a bold call to action that empowers Gen Z to push boundaries and embrace new possibilities. Adaptable and dynamic, our campaign theme aims to inspire confidence, spark ambition, and evolve alongside Gen Z.
Plans Book
Our campaign seeks to foster and solidify brand love between Gen Z and AT&T. Since Gen Z isnʼt seeking new providers, our message needs to rise above functions and features. To resonate with Gen Z emotionally, we demonstrate how AT&T empowers, encourages, and supports Gen Z during times of change.
To do this, we present AT&T as a reliable ally, always by Gen Zʼs side as they dare to face life's big and small challenges. Dare To is a bold call to action that empowers Gen Z to push boundaries and embrace new possibilities. Adaptable and dynamic, our campaign theme aims to inspire confidence, spark ambition, and evolve alongside Gen Z.
Plans Book
By Jake Rhode
Description
Full Character Set
Type Anatomy
Point Size
Eye Test
Application
Sentence Format
Dare To Learn
AT&T partners with Duolingo to challenge Gen Z to learn something new. Users who maintain a 30-day streak can enter a sweepstakes to win a trip for two to a country where their chosen language is spoken.
Dare To Hotspots
To support Gen Z through one of life’s biggest transitions, AT&T would partner with U-Haul to offer exclusive discounts and custom-branded trucks. With 17% of Gen Z adults relocating each year, this activation would position AT&T as a reliable partner—empowering young movers to take bold steps toward independence with confidence and connectivity.
Dare To Move
To support Gen Z through one of life’s biggest transitions, AT&T would partner with U-Haul to offer exclusive discounts and custom-branded trucks. With 17% of Gen Z adults relocating each year, this activation would position AT&T as a reliable partner—empowering young movers to take bold steps toward independence with confidence and connectivity.
Dare To Dream In Black
As part of AT&T’s Dream in Black initiative, AT&T would partner with Doechii to host an empowering concert experience. Alongside a live performance, Doechii would share her personal #DareTo journey, inspiring Gen Z to dream without limits. Fans could share their own “Dare to Dream” moments on social media to win exclusive Doechii x AT&T merch—making the experience both interactive and deeply personal.
Dare To Wander
Need a new backpack for school or exploring? AT&T would team up with Cotopaxi to launch a bold and sustainable collection. The AT&T x Cotopaxi lineup would feature a brightly colored jacket, bag, and backpack—all built for adventure.
